Mirror, Mirror on the Wall . . .

THERE WAS ONLY ONE LINE from a new piece in the New York Times that directly spoke to us business-types, but it was a doozy. Even the title of the article — "Names That Match Forge a Bond on the Internet" — is seductively sneaky. Why? Because we care about ourselves, and anything that is like ourself has to be good.
        Here's the killer line: "... human beings are unconsciously drawn to people and things that remind us of ourselves."
        If you've read Robert Cialdini's book "Influence", you'll recognize this as one of his six Principles of Persuasion. The principle in question is Consensus, and the hook is that, when faced with uncertainty about a decision, we look to the actions of others — particularly similar others — for guides about how to act.
        So what does this mean for you?
        Well, the more you can help people see themselves in the visions you paint or the stories you tell, the more likely they are to buy into what you're proposing. That's why testimonials and case studies can be so powerful, particularly if the person or situation is close to the ones you're currently trying to influence.
        And that's why using phrases like "... similar to your situation ..." or "... just like you're facing ..." are so important. You help them see that this will work for them, too.
        As an added benefit, when you're talking about someone else's situation and results, you're NOT talking about features of your product or service. You're letting the most critical element — what they'll achieve — shine through. And that's the most persuasive approach of all.